• Fashion & Textile Research Journal
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• v.23 no.4
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• pp.448-457
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• 2021

This study aimed to identify messages that induce positive product attitudes and purchase intentions among luxury consumers in online luxury sales. Message types elicited from luxury products were classified as quantity-limited, time-limited, sustainability, and personalization. A total of 150 participants were recruited through a Google survey, and all respondents were randomly assigned to respond to one of five stimuli (quantity-limited, time-limited, sustainability, personalization, and control). Participants were informed that they would be engaging in luxury online shopping and read a description about it. Results showed that message attitude, product attitude, and purchase intention were positively formed with the quantity-limited and personalization message types. Furthermore, we discovered the underlying mechanism for quantity-limited and personalization messages increasing favorable message attitudes and it affected the product attitude. Finally, it increased the purchase intention of the product. By confirming purchase intentions according to message types for luxury brands, we have expanded the scope of advertising research to include online luxury sales platforms. Since luxury online shopping is inevitable, this study suggests that the effective use of message types such as quantitylimited and personalization would improve online sales.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.58-68
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• 2019

Recently SNS product reviews are excessively increasing. However, many SNS reviews are under feeble regulation than how big and powerful that their awarenesses are. This problem leads to consumers' discontentment on product reviews on online. This study aims to analyze how SNS product reviews characteristics: informativeness, entertainment, reliability and familiarity attribute on consumers' purchase intent and brand attitude. However, at this time, consumers' high discontents (stored-knowledge) expect to have negative affect on product reviews thus I put this as a regulation effect. This study is consisted of 240 examinee who check SNS product reviews before buying products.

• Journal of Fashion Business
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• v.22 no.6
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• pp.25-38
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• 2018

Recently, issues on the environment, which have become key bottlenecks relative to sustainable economic development, have generated common concern. However, relatively scant research has been devoted to consideration of relations between consumers' environmental concern, green fashion advertisement value, and green consumption. In this study, using structural equation modeling (SEM), effects of environmental concern, perceived green fashion advertisement value, and attitude towards green fashion advertisements, on ecological purchases and their interrelationships are investigated. A model is constructed to link aforementioned constructs. Data, was collected through a questionnaire-based online survey (www.sojump.com) of 260 Korean consumers and 260 Chinese consumers. Findings suggest that environmental concern can improve their perception of green advertisement value. One of the findings showed strong positive relationship among green advertisement value, positive attitude, and purchase intention towards green fashion advertisement, while environmental concern negatively influenced their attitude towards green fashion advertisements. It suggests that if companies adopt green advertising strategies, environmentally-conscious consumers are willing to pay more, to purchase green fashion goods in to satisfy their needs. We should put more effort in educating consumers about environmental issues, to raise the level of environmental awareness and satisfy their concerns relative to green fashion goods. Conversely, there is significant positive relationship with the moderating effect of consumers' nationality in all paths, so results above would make significant contributions to green literature, and would also contribute to advertisement strategy implications as well. Especially fashion marketers, an use accurate and fair environmental claims in their advertisements to increase sale and profits.

• The Journal of the Convergence on Culture Technology
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• v.5 no.2
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• pp.201-206
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• 2019

The study aims to explore ways to advance into the Indonesian market, focusing on hallyu contents such as Korean dramas, music and movies. To this end, we have empirically explored the reasons why local people in Indonesia like Korean wave contents, its consumption channels, its popularity factors for Korean wave contents and its effectiveness. According to the research, the reasons for the popularity of Korean wave contents were confirmed by the quality of the contents itself and the human appeal of the contents. And the consumption path was mainly through television, and the favorable impression of Korean wave contents was found to have a positive effect on the positive feeling toward Korea and the willingness to visit Korea.

• Asia-Pacific Journal of Business
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• v.11 no.4
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• pp.103-119
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• 2020

Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.113-122
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• 2021

This study aims to investigate the effects of fiscal policy instruments on economic growth in Jordan using annual data from 1970 to 2019, by applying the VAR model (Vector Auto regression) and the Vector Error Correction Model (VECM). The study also examines the dynamic relationship among economic variables over time using the Granger casualty test, Impulse Response Function, and Variance Decomposition. The results show that not only the public expenditures have a positive effect on economic growth in Jordan, but also the tax revenues positively affect the economic growth in the short-run, and this is because of using the tax revenues to finance the government activities in Jordan. This effect becomes negative in the long run, and this is explained because the tax seems a source of distortions in the economy, The extreme taxes may cause huge distortions in the economy, and these distortions destroys the purchasing power, the aggregate demand, and supply. More governmental dependence on tax revenues is the main source of tax evasion and less efficiency. The effect of taxation will curb any prosperity in the economy. Therefore, the government should estimate the fair tax rates to generate sufficient revenues to finance the public expenditure required to enhance economic prosperity.

• International Journal of Advanced Culture Technology
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• v.9 no.4
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• pp.329-344
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• 2021

AI assistant, a software interface designed to interact with a user in a natural way and perform specific tasks on the user's behalf, receives increasing attention from both scholars and practitioners. While most of the literatures explain about technical aspects, little is known about the social and psychological factors that intimately influence consumers when using it. This study sheds light on the reason people use AI assistant and how perceived values influence on intention of continuous usage. A total of 361 AI assistant users participated in an online survey, and all were recruited from a major online panel in South Korea. The results from the principal component analysis suggest five social and psychological motives: self-expression, quality of life, entertainment, information, and compatibility. In addition, perceived values, informativeness, entertainment, and trustworthiness, positively predict the intention to use AI assistant. This research provides theoretical contributions from finding motivations of AI assistant usage and from the effects of perceived values on the intention to use it. Practical implications should not be overlooked in this ever-expanding AI industry.

• Journal of the Korea Convergence Society
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• v.12 no.4
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• pp.113-123
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• 2021

This study involves an experiment aimed to reveal the communicative effects by different types of visual expressions in SNS advertisements. This study analyzes consumers' dynamic responses to vicarious emotional experiences and the creative rhetorical expressions of networking media platforms through experiments that sample university students. The vicarious emotional experiences of networking media platforms have a significant effect on the consumers' subsequent reactions. The greater the vicarious emotional experiences are, the more positive this effect is. There is a significant interactive effect between consumers' vicarious emotional experiences and the rhetorical creative types of targeted media.

• Asia Marketing Journal
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• v.22 no.2
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• pp.59-85
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• 2020

Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radically-innovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars. In particular, in advertisement for RNPs, verbal description that induced imagery processing, such as "picture yourself using this product," was more effective in generating favorable responses, compared to verbal description that induced analytical processing, such as explanation of product attributes. This difference was present for RNPs, but not for INPs (incrementally-innovative new products). INPs are continuous innovations that are easier to understand, thus imagery ads do not provide additional advantage for consumers in understanding the innovation, compared to analytical ads. In RNPs, imagery ads can highlight new benefits that may have been neglected or undervalued by consumers, leading to greater message persuasiveness. Implications for marketing of RNPs are discussed.

• Journal of the Korea Society of Computer and Information
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• v.14 no.10
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• pp.141-148
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• 2009

This paper studies important factors of mobile phone marketing including experiences on entertainment, information, reliability and complaints by analyzing actual materials. The result shows that information, reliability, experiences are more significant than other factors. In case of information, the appropriate message is associated with marketing activities. Reliability and benefit on advertisement are significant. Also, experience has a positive effect on marketing activities. Therefore, this study suggests that mobile marketing should consider significant factors such as information, reliability, and experience.